facebook ads - a guide for local advertisers
DESCRIPTION
Facebook is getting really, really BIG. From a business point of view, that means there is opportunity to use this platform to reach potential customers and clients. Facebook's strength is not just in the size of its' audience though... it's in the granular targeting abilities of the platform. Advertisors can reach small geographic areas and target ads by interests, age, gender, relationship status, and more. Find out: -How big is Facebook now? -Why suppliment Yellow Pages listings with Facebook ads? -How is Facebook advertising different from Search Engine PPC advertising? -How can Demographic targeting be used in a Facebook campaign? -6 Key Steps for Building an Effective Facebook Campaign As seen on the blog post here: http://www.searchenginepeople.com/blog/local-advertise-on-facebook.htmlTRANSCRIPT
FACEBOOK ADSA Guide for Local Advertisers
SearchEnginePeople.com©2009 Search Engine People Inc.
All Rights Reserved
Presented by:
Helen M. Overland, Director of Marketing and Training
April 12, 2023
©2009 Search Engine People Inc. All Rights Reserved
WHO ARE SEARCH ENGINE PEOPLE? First Company in Canada to become a Google AdWords Certified Company
2009 PROFIT 100 ranking of Canada’s Fastest-Growing Companies
Over 300 clients worldwide
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MediaFinancial Shipping & Travel Consumer
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FACEBOOK ADSThis presentation is the Companion Guide to
Facebook Ads:
A Guide for
Local Advertisers
From the Search Engine People
Marketing Intelligence and Research Series
Get the full Whitepaper at:http://www.searchenginepeople.com/whitepapers/facebook-ads/
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HOW BIG IS FACEBOOK?
84,000,000 people are on Facebook in the USA
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HOW BIG IS FACEBOOK?
12,300,000 people are on Facebook in Canada
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HOW BIG IS FACEBOOK?
Almost 100,000,000 people in North America are on Facebook… And interest keeps going up
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HOW BIG IS FACEBOOK?
• About 300,000,000 people worldwide use Facebook
• On any given day, around 50% of those people log in to the site
• The fastest growing demographic are people 35 and older
• Every day, humanity spends over 8 billion minutes of human productivity on Facebook
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Source: http://www.facebook.com/press/info.php?statistics
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FACEBOOK FOR YELLOW PAGES ADVERTISERS
• Popular: in 2009 Facebook will earn 74% of its $330 million revenue from Local advertisers
• Can target to within 10 miles of a City
• Can target by location, interests, and demographics
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Source: http://mashable.com/2009/07/20/facebook-local-ads/
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FACEBOOK FOR YELLOW PAGES ADVERTISERS
Consider Atlanta, Georgia
Ads targeting 10 miles around Atlanta would reach an estimated audience of 1.5 million people
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Photo credit : http://www.flickr.com/photos/mplemmon/2745434088/
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FACEBOOK FOR YELLOW PAGES ADVERTISERS
Consider Toronto, Canada
Ads targeting 10 miles around Toronto would reach an estimated audience of 1.3 million people
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Photo credit: http://www.flickr.com/photos/semlady/584433323/
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FACEBOOK PPC VS. TRADITIONAL SEARCH ENGINE PPC
Search Engine PPC Ads focus on PRODUCTS
i.e. “Find me a widget”
Facebook PPC Ads focus on PEOPLE
i.e. “I’m interested in travelling”
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DEMOGRAPHIC TARGETING• Demographic Targeting
offers an increased layer of Complexity and Control
• More granular control over WHO sees the message
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DEMOGRAPHIC TARGETINGTraditional Search Engine PPC Advertising
Targeting Layers:
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DEMOGRAPHIC TARGETINGFacebook PPC Advertising Targeting Layers:
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DEMOGRAPHIC TARGETINGThe Demographic Targeting
Layer means 2 identical campaigns can target 2 completely different audiences
Consider the targeting implications of the following 2 identical campaigns:
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DEMOGRAPHIC TARGETINGCampaign #1
Location: New York City
Keywords: Travel
Travelling
World Travel
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Demographic Targeting:
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DEMOGRAPHIC TARGETINGCampaign #2
Location: New York City
Keywords: Travel
Travelling
World Travel
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Demographic Targeting:
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6 KEY STEPS
For Building an Effective Facebook Campaign
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6 KEY STEPS
1. Define the Goals
o Drive Traffic?o Increase
Awareness?o Generate Leads?
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6 KEY STEPS
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2. Identify the Locality
o Driving distance?o Local interests?o Service area?o Shipping?o Brand awareness?
BUSINESS
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6 KEY STEPS
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3. Define the Audience
o What interests qualify the audience?
o Are they interested in related topics?
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6 KEY STEPS
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4. Narrow the Focus
o What age is the audience?
o Do they have any unique traits?
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6 KEY STEPS
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5. Offer Value
o Offer a discounto Offer informationo Offer a bonuso Offer a prize
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6 KEY STEPS
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6. Test & Measure
o Run different adso Test ad message
response rateso Test conversion
rates
THANK YOU!!
Questions?
Helen M. OverlandDirector of Marketing and Training
SearchEnginePeople.com
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On Twitter: @senginepeople
©2009 Search Engine People Inc. All Rights Reserved